83017476 03 01 01 JB code JB John Benjamins Publishing Company 01 JB code P&bns 277 Hb 15 9789027256829 06 10.1075/pbns.277 13 2017015071 00 BB 08 610 gr 10 01 JB code P&bns 02 0922-842X 02 277.00 01 02 Pragmatics & Beyond New Series Pragmatics & Beyond New Series 01 01 Cultural Keywords in Discourse Cultural Keywords in Discourse 1 B01 01 JB code 919273898 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 07 https://benjamins.com/catalog/persons/919273898 2 B01 01 JB code 829273899 Sophia Waters Waters, Sophia Sophia Waters University of New England 07 https://benjamins.com/catalog/persons/829273899 01 eng 11 259 03 03 ix 03 00 249 03 01 23 401/.41 03 2017 P99.4.P72 04 Pragmatics--Study and teaching. 04 Pragmatics--Terminology. 04 Discourse analysis--Cross-cultural studies. 04 Language and culture--Cross-cultural studies. 10 LAN009030 12 CFG 24 JB code LIN.DISC Discourse studies 24 JB code LIN.PRAG Pragmatics 24 JB code LIN.SOCIO Sociolinguistics and Dialectology 01 06 02 00 The book contributes to a global turn in cultural keyword studies by exploring keywords from discourse communities in Australia, Brazil, Hong Kong, Japan, Melanesia, Mexico and Scandinavia. Providing new case studies, the volume showcases the diversity of ways in which cultural logics form and shape discourse.
03 00 Cultural keywords are words around which whole discourses are organised. They are culturally revealing, difficult to translate and semantically diverse. They capture how speakers have paid attention to the worlds they live in and embody socially recognised ways of thinking and feeling. The book contributes to a global turn in cultural keyword studies by exploring keywords from discourse communities in Australia, Brazil, Hong Kong, Japan, Melanesia, Mexico and Scandinavia. Providing new case studies, the volume showcases the diversity of ways in which cultural logics form and shape discourse.
The Natural Semantic Metalanguage (NSM) approach is used as a unifying framework for the studies. This approach offers an attractive methodology for doing explorative discourse analysis on emic and culturally-sensitive grounds. Cultural Keywords in Discourse will be of interest to researchers and students of semantics, pragmatics, cultural discourse studies, linguistic ethnography and intercultural communication.
01 00 03 01 01 D503 https://benjamins.com/covers/475/pbns.277.png 01 01 D502 https://benjamins.com/covers/475_jpg/9789027256829.jpg 01 01 D504 https://benjamins.com/covers/475_tif/9789027256829.tif 01 01 D503 https://benjamins.com/covers/1200_front/pbns.277.hb.png 01 01 D503 https://benjamins.com/covers/125/pbns.277.png 02 00 03 01 01 D503 https://benjamins.com/covers/1200_back/pbns.277.hb.png 03 00 03 01 01 D503 https://benjamins.com/covers/3d_web/pbns.277.hb.png
01 01 JB code pbns.277.pre 06 10.1075/pbns.277.pre vii vii 1 Miscellaneous 1 01 04 Preface Preface 01 01 JB code pbns.277.tcs 06 10.1075/pbns.277.tcs ix ix 1 Miscellaneous 2 01 04 Typographical conventions and symbols Typographical conventions and symbols 01 01 JB code pbns.277.01lev 06 10.1075/pbns.277.01lev 1 23 23 Chapter 3 01 04 Chapter 1. How words do things with people Chapter 1. How words do things with people 1 A01 01 JB code 459306238 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 07 https://benjamins.com/catalog/persons/459306238 2 A01 01 JB code 832306239 Sophia Waters Waters, Sophia Sophia Waters University of New England 07 https://benjamins.com/catalog/persons/832306239 01 01 JB code pbns.277.02wat 06 10.1075/pbns.277.02wat 25 54 30 Chapter 4 01 04 Chapter 2. Nice as a cultural keyword Chapter 2. Nice as a cultural keyword 01 04 The semantics behind Australian discourses of sociality The semantics behind Australian discourses of sociality 1 A01 01 JB code 843306240 Sophia Waters Waters, Sophia Sophia Waters University of New England 07 https://benjamins.com/catalog/persons/843306240 30 00

This chapter investigates the English word nice as a cultural keyword, around which sociality discourses revolve. Focusing on its semantic scope in Australian discourse, the keyword nice has an important story to tell about socially accepted and approved ways of thinking, communicating and behaving. Oftentimes nice has been trivialised, or even ridiculed as an “empty word”, but closer scrutiny reveals that nice has all the characteristics of a cultural keyword. It is frequent and foundational in Australian discourse, and it reflects cultural logics, values and orientations. Also, as is common with cultural keywords, nice lacks translational equivalents, even in closely related languages. A comparison with French gentil demonstrates how nice is distinctive in the way it organises and maintains specific discursive orders.

01 01 JB code pbns.277.03row 06 10.1075/pbns.277.03row 55 82 28 Chapter 5 01 04 Chapter 3. Bogan as a keyword of contemporary Australia Chapter 3. Bogan as a keyword of contemporary Australia 01 04 Sociality and national discourse in Australian English Sociality and national discourse in Australian English 1 A01 01 JB code 743306241 Roslyn Rowen Rowen, Roslyn Roslyn Rowen Griffith University 07 https://benjamins.com/catalog/persons/743306241 30 00

This chapter studies the word bogan as a cultural keyword of contemporary Australian public discourse. The word bogan is specific to Australian English, with its closest counterpart in other Englishes being chav in British English and white trash or redneck in American English. Through a semantic analysis of the word, this chapter demonstrates that the social category of “bogans” remains a negative concept, denoting a certain group of people from lower socioeconomic backgrounds who are car-loving, prone to violence and have a certain bogan outlook on life. However, the chapter also shows that in contemporary Australian discourse this originally negative concept can be transformed into a way of self-identification, and as a way of positively embracing Australian nationalism. This analysis is supported by studies in the ethnopragmatics and historical pragmatics of Australian English, which show a general tendency to value the “shared ordinariness” of people and to discursively “heroise” the little man, and the semi-criminal person. Applying the NSM approach to linguistic and cultural analysis, this chapter provides new analyses of the meaning of bogan, and cultural scripts related to the concept. It also opens up the study of the emergence of new cultural keywords, and on the semantic and discursive diversity within Anglo Englishes.

01 01 JB code pbns.277.04lev 06 10.1075/pbns.277.04lev 83 106 24 Chapter 6 01 04 Chapter 4. Social keywords in postcolonial Melanesian discourse Chapter 4. Social keywords in postcolonial Melanesian discourse 01 04 Kastom `traditional culture' and tumbuna `ancestors' Kastom ‘traditional culture’ and tumbuna ‘ancestors’ 1 A01 01 JB code 730306242 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 07 https://benjamins.com/catalog/persons/730306242 2 A01 01 JB code 804306243 Carol Priestley Priestley, Carol Carol Priestley University of Wollongong 07 https://benjamins.com/catalog/persons/804306243 30 00

In postcolonial Melanesia, cultural discourses are increasingly organised around creole words, i.e. keywords of Bislama (Vanuatu) and Tok Pisin (Papua New Guinea). These words constitute (or represent) important emerging ethnolinguistic worldviews, which are partly borne out of the colonial era, and partly out of postcolonial ethno-rhetoric. This chapter explores the word kastom ‘traditional culture’ in Bislama and pasin bilong tumbuna ‘the ways of the ancestors’ in Tok Pisin. Specific attention is paid to the shift from “negative “ to “positive” semantics, following from the re-evaluation of ancestral practices in postcolonial discourse. Social keywords in postcolonial discourse form a fertile ground for understanding how speakers in Melanesia conceptualise the past as a vital part of the present.

01 01 JB code pbns.277.05ham 06 10.1075/pbns.277.05ham 107 129 23 Chapter 7 01 04 Chapter 5. Talking about Livet `life' in Golden Age Danish Chapter 5. Talking about Livet ‘life’ in Golden Age Danish 01 04 Semantics, discourse and cultural models Semantics, discourse and cultural models 1 A01 01 JB code 672306244 Magnus Hamann Hamann, Magnus Magnus Hamann Aarhus University 07 https://benjamins.com/catalog/persons/672306244 2 A01 01 JB code 911306245 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 07 https://benjamins.com/catalog/persons/911306245 30 00

This chapter explicates the word Livet, literally ‘the life’, a cultural keyword of the Danish Golden Age (1800–1850). With evidence from Golden Age Danish and its era-specific webs of words, we explore how “life and living” were construed discursively. We discuss how they relate to contemporary discourses of “the good life” in English and the related Danish calque det gode liv. We argue that era-specific cultural semantics should not be seen as being substantially different from other kinds of culture-specific discourses and that historical varieties such as Golden Age Danish can help us dismantle the hegemonic modern and Anglo take on “narratives of life” which dominate contemporary global discourse.

01 01 JB code pbns.277.06ara 06 10.1075/pbns.277.06ara 131 156 26 Chapter 8 01 04 Chapter 6. Visuality, identity and emotion Chapter 6. Visuality, identity and emotion 01 04 Rosa mexicano as a Mexican Spanish keyword Rosa mexicano as a Mexican Spanish keyword 1 A01 01 JB code 827306246 Karime Aragón Aragón, Karime Karime Aragón Aarhus University 07 https://benjamins.com/catalog/persons/827306246 30 00

This chapter presents a semantic and ethnopragmatic analysis of the Mexican Spanish colour word rosa mexicano. This word functions as a symbol of Mexican identity and serves as a cultural keyword for Mexican Spanish speakers. This word appears in a variety of discourses, such as, international and cross-cultural relations, the arts, education and discursive representations of national self-perception. After providing a semantic analysis of the meaning of the word, the analysis moves on to an ethnopragmatic examination, articulating cultural scripts for the visual, identificational and emotional meanings associated with rosa mexicano discourse.

01 01 JB code pbns.277.07mat 06 10.1075/pbns.277.07mat 157 182 26 Chapter 9 01 04 Chapter 7. Suburbio and suburbanos Chapter 7. Subúrbio and suburbanos 01 04 Two cultural keywords in Brazilian discourse Two cultural keywords in Brazilian discourse 1 A01 01 JB code 702306247 Ana Paulla Braga Mattos Mattos, Ana Paulla Braga Ana Paulla Braga Mattos Aarhus University 07 https://benjamins.com/catalog/persons/702306247 30 00

This chapter studies the Brazilian Portuguese keywords subúrbio ‘suburb’ and suburbanos ‘suburb dwellers’. Despite formal similarities, the English cityscape word suburb conveys a very different concept than subúrbio. In dictionaries, the cultural semantics of the words subúrbio ‘suburb’ and suburbanos ‘suburb dwellers’ is largely missing. This is unfortunate since the semantic richness of these words shed light on Brazilian discourses of urbanism and on a culturally-specific way of categorising people in the urban space. Using evidence from a range of different Brazilian discourses and speakers’ reflections on the two words, I propose a semantic explication for each, using the Natural Semantic Metalanguage (NSM) to adequately account for the complex and cultural meaning of the words – seen from an insider’s perspective.

01 01 JB code pbns.277.08leu 06 10.1075/pbns.277.08leu 183 210 28 Chapter 10 01 04 Chapter 8. Cantonese `mong4' Chapter 8. Cantonese ‘mong4 01 04 A cultural keyword of `busy' Hong Kong A cultural keyword of ‘busy’ Hong Kong 1 A01 01 JB code 755306248 Helen Hue Lam Leung Leung, Helen Hue Lam Helen Hue Lam Leung 07 https://benjamins.com/catalog/persons/755306248 30 00

This chapter investigates the Hong Kong Cantonese cultural keyword ‘mong4’.1 Mong is usually translated into English as busy and into Mandarin as máng, but though their meanings overlap, many examples of busy and máng cannot be translated directly into Cantonese using mong. This is because mong has a culturally significant meaning and usage, and is linked to a specific value system supported by Hong Kong discourse. This chapter examines some differences between mong, busy and máng, explores Hong Kong discourses of work and life, and the meta-discourse surrounding mong in the speech community. A Natural Semantic Metalanguage (NSM) explication for mong is proposed in English and Cantonese.

01 01 JB code pbns.277.09asa 06 10.1075/pbns.277.09asa 211 234 24 Chapter 11 01 04 Chapter 9. Kawaii discourse Chapter 9. Kawaii discourse 01 04 The semantics of a Japanese cultural keyword and its social elaboration The semantics of a Japanese cultural keyword and its social elaboration 1 A01 01 JB code 515306249 Yuko Asano-Cavanagh Asano-Cavanagh, Yuko Yuko Asano-Cavanagh Curtin University 07 https://benjamins.com/catalog/persons/515306249 30 00

With a point of departure in the Japanese keyword kawaii, roughly, “cute”, this chapter explores contemporary Japanese social discourse. Using the Natural Semantic Metalanguage to explicate kawaii, the two kawaii compounds ita-kawaii and otona-kawaii and the related keywords itai and otona, this study breaks new ground into the understanding of the conceptual basis of kawaii and its elaborations in discourse. As the conceptual configurations of kawaii and related concept are analysed, a view on Japanese socialization and gendered discourse is simultaneously developed, and the value of ‘being kawaii’ is being scrutinized through the stability and innovations of kawaii in discourse.

01 01 JB code pbns.277.10lev 06 10.1075/pbns.277.10lev 235 242 8 Chapter 12 01 04 Chapter 10. An invitation to keyword studies Chapter 10. An invitation to keyword studies 01 04 Guidance for future research Guidance for future research 1 A01 01 JB code 380306250 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 07 https://benjamins.com/catalog/persons/380306250 2 A01 01 JB code 640306251 Sophia Waters Waters, Sophia Sophia Waters University of New England 07 https://benjamins.com/catalog/persons/640306251 01 01 JB code pbns.277.index 06 10.1075/pbns.277.index 243 249 7 Miscellaneous 13 01 04 Index Index
01 JB code JBENJAMINS John Benjamins Publishing Company 01 01 JB code JB John Benjamins Publishing Company 01 https://benjamins.com 02 https://benjamins.com/catalog/pbns.277 Amsterdam NL 00 John Benjamins Publishing Company Marketing Department / Karin Plijnaar, Pieter Lamers onix@benjamins.nl 04 01 00 20171019 C 2017 John Benjamins D 2017 John Benjamins 02 WORLD WORLD US CA MX 09 01 JB 1 John Benjamins Publishing Company +31 20 6304747 +31 20 6739773 bookorder@benjamins.nl 01 https://benjamins.com 21 32 24 01 00 Unqualified price 02 JB 1 02 95.00 EUR 02 00 Unqualified price 02 80.00 01 Z 0 GBP GB US CA MX 01 01 JB 2 John Benjamins Publishing Company +1 800 562-5666 +1 703 661-1501 benjamins@presswarehouse.com 01 https://benjamins.com 21 32 24 01 00 Unqualified price 02 JB 1 02 143.00 USD
420017477 03 01 01 JB code JB John Benjamins Publishing Company 01 JB code P&bns 277 Eb 15 9789027265470 06 10.1075/pbns.277 13 2017041069 00 EA E107 10 01 JB code P&bns 02 0922-842X 02 277.00 01 02 Pragmatics & Beyond New Series Pragmatics & Beyond New Series 11 01 JB code jbe-all 01 02 Full EBA collection (ca. 4,200 titles) 11 01 JB code jbe-2017 01 02 2017 collection (152 titles) 05 02 2017 collection 01 01 Cultural Keywords in Discourse Cultural Keywords in Discourse 1 B01 01 JB code 919273898 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 07 https://benjamins.com/catalog/persons/919273898 2 B01 01 JB code 829273899 Sophia Waters Waters, Sophia Sophia Waters University of New England 07 https://benjamins.com/catalog/persons/829273899 01 eng 11 259 03 03 ix 03 00 249 03 01 23 401/.41 03 2017 P99.4.P72 04 Pragmatics--Study and teaching. 04 Pragmatics--Terminology. 04 Discourse analysis--Cross-cultural studies. 04 Language and culture--Cross-cultural studies. 10 LAN009030 12 CFG 24 JB code LIN.DISC Discourse studies 24 JB code LIN.PRAG Pragmatics 24 JB code LIN.SOCIO Sociolinguistics and Dialectology 01 06 02 00 The book contributes to a global turn in cultural keyword studies by exploring keywords from discourse communities in Australia, Brazil, Hong Kong, Japan, Melanesia, Mexico and Scandinavia. Providing new case studies, the volume showcases the diversity of ways in which cultural logics form and shape discourse.
03 00 Cultural keywords are words around which whole discourses are organised. They are culturally revealing, difficult to translate and semantically diverse. They capture how speakers have paid attention to the worlds they live in and embody socially recognised ways of thinking and feeling. The book contributes to a global turn in cultural keyword studies by exploring keywords from discourse communities in Australia, Brazil, Hong Kong, Japan, Melanesia, Mexico and Scandinavia. Providing new case studies, the volume showcases the diversity of ways in which cultural logics form and shape discourse.
The Natural Semantic Metalanguage (NSM) approach is used as a unifying framework for the studies. This approach offers an attractive methodology for doing explorative discourse analysis on emic and culturally-sensitive grounds. Cultural Keywords in Discourse will be of interest to researchers and students of semantics, pragmatics, cultural discourse studies, linguistic ethnography and intercultural communication.
01 00 03 01 01 D503 https://benjamins.com/covers/475/pbns.277.png 01 01 D502 https://benjamins.com/covers/475_jpg/9789027256829.jpg 01 01 D504 https://benjamins.com/covers/475_tif/9789027256829.tif 01 01 D503 https://benjamins.com/covers/1200_front/pbns.277.hb.png 01 01 D503 https://benjamins.com/covers/125/pbns.277.png 02 00 03 01 01 D503 https://benjamins.com/covers/1200_back/pbns.277.hb.png 03 00 03 01 01 D503 https://benjamins.com/covers/3d_web/pbns.277.hb.png
01 01 JB code pbns.277.pre 06 10.1075/pbns.277.pre vii vii 1 Miscellaneous 1 01 04 Preface Preface 01 01 JB code pbns.277.tcs 06 10.1075/pbns.277.tcs ix ix 1 Miscellaneous 2 01 04 Typographical conventions and symbols Typographical conventions and symbols 01 01 JB code pbns.277.01lev 06 10.1075/pbns.277.01lev 1 23 23 Chapter 3 01 04 Chapter 1. How words do things with people Chapter 1. How words do things with people 1 A01 01 JB code 459306238 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 07 https://benjamins.com/catalog/persons/459306238 2 A01 01 JB code 832306239 Sophia Waters Waters, Sophia Sophia Waters University of New England 07 https://benjamins.com/catalog/persons/832306239 01 01 JB code pbns.277.02wat 06 10.1075/pbns.277.02wat 25 54 30 Chapter 4 01 04 Chapter 2. Nice as a cultural keyword Chapter 2. Nice as a cultural keyword 01 04 The semantics behind Australian discourses of sociality The semantics behind Australian discourses of sociality 1 A01 01 JB code 843306240 Sophia Waters Waters, Sophia Sophia Waters University of New England 07 https://benjamins.com/catalog/persons/843306240 30 00

This chapter investigates the English word nice as a cultural keyword, around which sociality discourses revolve. Focusing on its semantic scope in Australian discourse, the keyword nice has an important story to tell about socially accepted and approved ways of thinking, communicating and behaving. Oftentimes nice has been trivialised, or even ridiculed as an “empty word”, but closer scrutiny reveals that nice has all the characteristics of a cultural keyword. It is frequent and foundational in Australian discourse, and it reflects cultural logics, values and orientations. Also, as is common with cultural keywords, nice lacks translational equivalents, even in closely related languages. A comparison with French gentil demonstrates how nice is distinctive in the way it organises and maintains specific discursive orders.

01 01 JB code pbns.277.03row 06 10.1075/pbns.277.03row 55 82 28 Chapter 5 01 04 Chapter 3. Bogan as a keyword of contemporary Australia Chapter 3. Bogan as a keyword of contemporary Australia 01 04 Sociality and national discourse in Australian English Sociality and national discourse in Australian English 1 A01 01 JB code 743306241 Roslyn Rowen Rowen, Roslyn Roslyn Rowen Griffith University 07 https://benjamins.com/catalog/persons/743306241 30 00

This chapter studies the word bogan as a cultural keyword of contemporary Australian public discourse. The word bogan is specific to Australian English, with its closest counterpart in other Englishes being chav in British English and white trash or redneck in American English. Through a semantic analysis of the word, this chapter demonstrates that the social category of “bogans” remains a negative concept, denoting a certain group of people from lower socioeconomic backgrounds who are car-loving, prone to violence and have a certain bogan outlook on life. However, the chapter also shows that in contemporary Australian discourse this originally negative concept can be transformed into a way of self-identification, and as a way of positively embracing Australian nationalism. This analysis is supported by studies in the ethnopragmatics and historical pragmatics of Australian English, which show a general tendency to value the “shared ordinariness” of people and to discursively “heroise” the little man, and the semi-criminal person. Applying the NSM approach to linguistic and cultural analysis, this chapter provides new analyses of the meaning of bogan, and cultural scripts related to the concept. It also opens up the study of the emergence of new cultural keywords, and on the semantic and discursive diversity within Anglo Englishes.

01 01 JB code pbns.277.04lev 06 10.1075/pbns.277.04lev 83 106 24 Chapter 6 01 04 Chapter 4. Social keywords in postcolonial Melanesian discourse Chapter 4. Social keywords in postcolonial Melanesian discourse 01 04 Kastom `traditional culture' and tumbuna `ancestors' Kastom ‘traditional culture’ and tumbuna ‘ancestors’ 1 A01 01 JB code 730306242 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 07 https://benjamins.com/catalog/persons/730306242 2 A01 01 JB code 804306243 Carol Priestley Priestley, Carol Carol Priestley University of Wollongong 07 https://benjamins.com/catalog/persons/804306243 30 00

In postcolonial Melanesia, cultural discourses are increasingly organised around creole words, i.e. keywords of Bislama (Vanuatu) and Tok Pisin (Papua New Guinea). These words constitute (or represent) important emerging ethnolinguistic worldviews, which are partly borne out of the colonial era, and partly out of postcolonial ethno-rhetoric. This chapter explores the word kastom ‘traditional culture’ in Bislama and pasin bilong tumbuna ‘the ways of the ancestors’ in Tok Pisin. Specific attention is paid to the shift from “negative “ to “positive” semantics, following from the re-evaluation of ancestral practices in postcolonial discourse. Social keywords in postcolonial discourse form a fertile ground for understanding how speakers in Melanesia conceptualise the past as a vital part of the present.

01 01 JB code pbns.277.05ham 06 10.1075/pbns.277.05ham 107 129 23 Chapter 7 01 04 Chapter 5. Talking about Livet `life' in Golden Age Danish Chapter 5. Talking about Livet ‘life’ in Golden Age Danish 01 04 Semantics, discourse and cultural models Semantics, discourse and cultural models 1 A01 01 JB code 672306244 Magnus Hamann Hamann, Magnus Magnus Hamann Aarhus University 07 https://benjamins.com/catalog/persons/672306244 2 A01 01 JB code 911306245 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 07 https://benjamins.com/catalog/persons/911306245 30 00

This chapter explicates the word Livet, literally ‘the life’, a cultural keyword of the Danish Golden Age (1800–1850). With evidence from Golden Age Danish and its era-specific webs of words, we explore how “life and living” were construed discursively. We discuss how they relate to contemporary discourses of “the good life” in English and the related Danish calque det gode liv. We argue that era-specific cultural semantics should not be seen as being substantially different from other kinds of culture-specific discourses and that historical varieties such as Golden Age Danish can help us dismantle the hegemonic modern and Anglo take on “narratives of life” which dominate contemporary global discourse.

01 01 JB code pbns.277.06ara 06 10.1075/pbns.277.06ara 131 156 26 Chapter 8 01 04 Chapter 6. Visuality, identity and emotion Chapter 6. Visuality, identity and emotion 01 04 Rosa mexicano as a Mexican Spanish keyword Rosa mexicano as a Mexican Spanish keyword 1 A01 01 JB code 827306246 Karime Aragón Aragón, Karime Karime Aragón Aarhus University 07 https://benjamins.com/catalog/persons/827306246 30 00

This chapter presents a semantic and ethnopragmatic analysis of the Mexican Spanish colour word rosa mexicano. This word functions as a symbol of Mexican identity and serves as a cultural keyword for Mexican Spanish speakers. This word appears in a variety of discourses, such as, international and cross-cultural relations, the arts, education and discursive representations of national self-perception. After providing a semantic analysis of the meaning of the word, the analysis moves on to an ethnopragmatic examination, articulating cultural scripts for the visual, identificational and emotional meanings associated with rosa mexicano discourse.

01 01 JB code pbns.277.07mat 06 10.1075/pbns.277.07mat 157 182 26 Chapter 9 01 04 Chapter 7. Suburbio and suburbanos Chapter 7. Subúrbio and suburbanos 01 04 Two cultural keywords in Brazilian discourse Two cultural keywords in Brazilian discourse 1 A01 01 JB code 702306247 Ana Paulla Braga Mattos Mattos, Ana Paulla Braga Ana Paulla Braga Mattos Aarhus University 07 https://benjamins.com/catalog/persons/702306247 30 00

This chapter studies the Brazilian Portuguese keywords subúrbio ‘suburb’ and suburbanos ‘suburb dwellers’. Despite formal similarities, the English cityscape word suburb conveys a very different concept than subúrbio. In dictionaries, the cultural semantics of the words subúrbio ‘suburb’ and suburbanos ‘suburb dwellers’ is largely missing. This is unfortunate since the semantic richness of these words shed light on Brazilian discourses of urbanism and on a culturally-specific way of categorising people in the urban space. Using evidence from a range of different Brazilian discourses and speakers’ reflections on the two words, I propose a semantic explication for each, using the Natural Semantic Metalanguage (NSM) to adequately account for the complex and cultural meaning of the words – seen from an insider’s perspective.

01 01 JB code pbns.277.08leu 06 10.1075/pbns.277.08leu 183 210 28 Chapter 10 01 04 Chapter 8. Cantonese `mong4' Chapter 8. Cantonese ‘mong4 01 04 A cultural keyword of `busy' Hong Kong A cultural keyword of ‘busy’ Hong Kong 1 A01 01 JB code 755306248 Helen Hue Lam Leung Leung, Helen Hue Lam Helen Hue Lam Leung 07 https://benjamins.com/catalog/persons/755306248 30 00

This chapter investigates the Hong Kong Cantonese cultural keyword ‘mong4’.1 Mong is usually translated into English as busy and into Mandarin as máng, but though their meanings overlap, many examples of busy and máng cannot be translated directly into Cantonese using mong. This is because mong has a culturally significant meaning and usage, and is linked to a specific value system supported by Hong Kong discourse. This chapter examines some differences between mong, busy and máng, explores Hong Kong discourses of work and life, and the meta-discourse surrounding mong in the speech community. A Natural Semantic Metalanguage (NSM) explication for mong is proposed in English and Cantonese.

01 01 JB code pbns.277.09asa 06 10.1075/pbns.277.09asa 211 234 24 Chapter 11 01 04 Chapter 9. Kawaii discourse Chapter 9. Kawaii discourse 01 04 The semantics of a Japanese cultural keyword and its social elaboration The semantics of a Japanese cultural keyword and its social elaboration 1 A01 01 JB code 515306249 Yuko Asano-Cavanagh Asano-Cavanagh, Yuko Yuko Asano-Cavanagh Curtin University 07 https://benjamins.com/catalog/persons/515306249 30 00

With a point of departure in the Japanese keyword kawaii, roughly, “cute”, this chapter explores contemporary Japanese social discourse. Using the Natural Semantic Metalanguage to explicate kawaii, the two kawaii compounds ita-kawaii and otona-kawaii and the related keywords itai and otona, this study breaks new ground into the understanding of the conceptual basis of kawaii and its elaborations in discourse. As the conceptual configurations of kawaii and related concept are analysed, a view on Japanese socialization and gendered discourse is simultaneously developed, and the value of ‘being kawaii’ is being scrutinized through the stability and innovations of kawaii in discourse.

01 01 JB code pbns.277.10lev 06 10.1075/pbns.277.10lev 235 242 8 Chapter 12 01 04 Chapter 10. An invitation to keyword studies Chapter 10. An invitation to keyword studies 01 04 Guidance for future research Guidance for future research 1 A01 01 JB code 380306250 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 07 https://benjamins.com/catalog/persons/380306250 2 A01 01 JB code 640306251 Sophia Waters Waters, Sophia Sophia Waters University of New England 07 https://benjamins.com/catalog/persons/640306251 01 01 JB code pbns.277.index 06 10.1075/pbns.277.index 243 249 7 Miscellaneous 13 01 04 Index Index
01 JB code JBENJAMINS John Benjamins Publishing Company 01 01 JB code JB John Benjamins Publishing Company 01 https://benjamins.com 02 https://benjamins.com/catalog/pbns.277 Amsterdam NL 00 John Benjamins Publishing Company Marketing Department / Karin Plijnaar, Pieter Lamers onix@benjamins.nl 04 01 00 20171019 C 2017 John Benjamins D 2017 John Benjamins 02 WORLD 13 15 9789027256829 WORLD 09 01 JB 3 John Benjamins e-Platform 03 https://jbe-platform.com 29 https://jbe-platform.com/content/books/9789027265470 21 01 00 Unqualified price 02 95.00 EUR 01 00 Unqualified price 02 80.00 GBP GB 01 00 Unqualified price 02 143.00 USD
915018377 03 01 01 JB code JB John Benjamins Publishing Company 01 JB code P&bns 277 GE 15 9789027265470 06 10.1075/pbns.277 13 2017041069 00 EA E133 10 01 JB code P&bns 02 JB code 0922-842X 02 277.00 01 02 Pragmatics & Beyond New Series Pragmatics & Beyond New Series 01 01 Cultural Keywords in Discourse Cultural Keywords in Discourse 1 B01 01 JB code 919273898 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 2 B01 01 JB code 829273899 Sophia Waters Waters, Sophia Sophia Waters University of New England 01 eng 11 259 03 03 ix 03 00 249 03 24 JB code LIN.DISC Discourse studies 24 JB code LIN.PRAG Pragmatics 24 JB code LIN.SOCIO Sociolinguistics and Dialectology 10 LAN009030 12 CFG 01 06 02 00 The book contributes to a global turn in cultural keyword studies by exploring keywords from discourse communities in Australia, Brazil, Hong Kong, Japan, Melanesia, Mexico and Scandinavia. Providing new case studies, the volume showcases the diversity of ways in which cultural logics form and shape discourse.
03 00 Cultural keywords are words around which whole discourses are organised. They are culturally revealing, difficult to translate and semantically diverse. They capture how speakers have paid attention to the worlds they live in and embody socially recognised ways of thinking and feeling. The book contributes to a global turn in cultural keyword studies by exploring keywords from discourse communities in Australia, Brazil, Hong Kong, Japan, Melanesia, Mexico and Scandinavia. Providing new case studies, the volume showcases the diversity of ways in which cultural logics form and shape discourse.
The Natural Semantic Metalanguage (NSM) approach is used as a unifying framework for the studies. This approach offers an attractive methodology for doing explorative discourse analysis on emic and culturally-sensitive grounds. Cultural Keywords in Discourse will be of interest to researchers and students of semantics, pragmatics, cultural discourse studies, linguistic ethnography and intercultural communication.
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01 01 JB code pbns.277.pre 06 10.1075/pbns.277.pre vii vii 1 Miscellaneous 1 01 04 Preface Preface 01 01 JB code pbns.277.tcs 06 10.1075/pbns.277.tcs ix ix 1 Miscellaneous 2 01 04 Typographical conventions and symbols Typographical conventions and symbols 01 01 JB code pbns.277.01lev 06 10.1075/pbns.277.01lev 1 23 23 Chapter 3 01 04 Chapter 1. How words do things with people Chapter 1. How words do things with people 1 A01 01 JB code 459306238 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 2 A01 01 JB code 832306239 Sophia Waters Waters, Sophia Sophia Waters University of New England 01 01 JB code pbns.277.02wat 06 10.1075/pbns.277.02wat 25 54 30 Chapter 4 01 04 Chapter 2. Nice as a cultural keyword Chapter 2. Nice as a cultural keyword 01 04 The semantics behind Australian discourses of sociality The semantics behind Australian discourses of sociality 1 A01 01 JB code 843306240 Sophia Waters Waters, Sophia Sophia Waters University of New England 01 01 JB code pbns.277.03row 06 10.1075/pbns.277.03row 55 82 28 Chapter 5 01 04 Chapter 3. Bogan as a keyword of contemporary Australia Chapter 3. Bogan as a keyword of contemporary Australia 01 04 Sociality and national discourse in Australian English Sociality and national discourse in Australian English 1 A01 01 JB code 743306241 Roslyn Rowen Rowen, Roslyn Roslyn Rowen Griffith University 01 01 JB code pbns.277.04lev 06 10.1075/pbns.277.04lev 83 106 24 Chapter 6 01 04 Chapter 4. Social keywords in postcolonial Melanesian discourse Chapter 4. Social keywords in postcolonial Melanesian discourse 01 04 Kastom `traditional culture' and tumbuna `ancestors' Kastom ‘traditional culture’ and tumbuna ‘ancestors’ 1 A01 01 JB code 730306242 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 2 A01 01 JB code 804306243 Carol Priestley Priestley, Carol Carol Priestley University of Wollongong 01 01 JB code pbns.277.05ham 06 10.1075/pbns.277.05ham 107 129 23 Chapter 7 01 04 Chapter 5. Talking about Livet `life' in Golden Age Danish Chapter 5. Talking about Livet ‘life’ in Golden Age Danish 01 04 Semantics, discourse and cultural models Semantics, discourse and cultural models 1 A01 01 JB code 672306244 Magnus Hamann Hamann, Magnus Magnus Hamann Aarhus University 2 A01 01 JB code 911306245 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 01 01 JB code pbns.277.06ara 06 10.1075/pbns.277.06ara 131 156 26 Chapter 8 01 04 Chapter 6. Visuality, identity and emotion Chapter 6. Visuality, identity and emotion 01 04 Rosa mexicano as a Mexican Spanish keyword Rosa mexicano as a Mexican Spanish keyword 1 A01 01 JB code 827306246 Karime Aragón Aragón, Karime Karime Aragón Aarhus University 01 01 JB code pbns.277.07mat 06 10.1075/pbns.277.07mat 157 182 26 Chapter 9 01 04 Chapter 7. Suburbio and suburbanos Chapter 7. Subúrbio and suburbanos 01 04 Two cultural keywords in Brazilian discourse Two cultural keywords in Brazilian discourse 1 A01 01 JB code 702306247 Ana Paulla Braga Mattos Mattos, Ana Paulla Braga Ana Paulla Braga Mattos Aarhus University 01 01 JB code pbns.277.08leu 06 10.1075/pbns.277.08leu 183 210 28 Chapter 10 01 04 Chapter 8. Cantonese `mong4' Chapter 8. Cantonese ‘mong4 01 04 A cultural keyword of `busy' Hong Kong A cultural keyword of ‘busy’ Hong Kong 1 A01 01 JB code 755306248 Helen Hue Lam Leung Leung, Helen Hue Lam Helen Hue Lam Leung 01 01 JB code pbns.277.09asa 06 10.1075/pbns.277.09asa 211 234 24 Chapter 11 01 04 Chapter 9. Kawaii discourse Chapter 9. Kawaii discourse 01 04 The semantics of a Japanese cultural keyword and its social elaboration The semantics of a Japanese cultural keyword and its social elaboration 1 A01 01 JB code 515306249 Yuko Asano-Cavanagh Asano-Cavanagh, Yuko Yuko Asano-Cavanagh Curtin University 01 01 JB code pbns.277.10lev 06 10.1075/pbns.277.10lev 235 242 8 Chapter 12 01 04 Chapter 10. An invitation to keyword studies Chapter 10. An invitation to keyword studies 01 04 Guidance for future research Guidance for future research 1 A01 01 JB code 380306250 Carsten Levisen Levisen, Carsten Carsten Levisen Roskilde University 2 A01 01 JB code 640306251 Sophia Waters Waters, Sophia Sophia Waters University of New England 01 01 JB code pbns.277.index 06 10.1075/pbns.277.index 243 249 7 Miscellaneous 13 01 04 Index Index 01 JB code JBENJAMINS John Benjamins Publishing Company 01 01 JB code JB John Benjamins Publishing Company 01 https://benjamins.com Amsterdam NL 00 John Benjamins Publishing Company Marketing Department / Karin Plijnaar, Pieter Lamers onix@benjamins.nl 04 01 00 20171019 C 2017 John Benjamins D 2017 John Benjamins 02 WORLD 13 15 9789027256829 WORLD 03 01 JB 17 Google 03 https://play.google.com/store/books 21 01 00 Unqualified price 00 95.00 EUR 01 00 Unqualified price 00 80.00 GBP 01 00 Unqualified price 00 143.00 USD